- Timothy Fields

Gay and lesbian consumers voted Bravo, Apple, Showtime, HBO and Absolut as their favorite brands, according to a study by Prime Access New York and PlanOut, San Fransisco, Calif.

The 2008 Gay and Lesbian Consumer Study attained information on gay and lesbian consumer habits and brand perceptions, revealing a ranking of over 70 gay-friendly brands. Surveys were received from 2,259 adult participants aged 18-64 and consisted of 1,502 general population respondents and 757 gay and lesbian respondents. It was conducted by Clark, Martire & Bartolomeo, Englewood Cliffs, New Jersey.

More than two-thirds of gay and lesbian consumers said they are more likely to buy from a company they considered to be gay-friendly. A company's advertising, followed by input from friends and media, are the most influential factors in deciphering whether a brand is perceived as gay-friendly.

The study additionally concluded that 71% of gay and lesbian consumers said they have a more favorable impression of companies or products that feature gay imagery in their advertising.

"Gays and lesbians have many similarities to straight people, with one pronounced difference: they're more powerful consumers," said Kevyn Aiken, vp-marketing and media sales at PlanetOut in a statement. "In virtually every category—from spirits to fragrance—the study shows that gays and lesbians tend to be ahead of the curve when it comes to embracing new products and trends."

This group proved to be particularly fond of alcohol brands—seven of which ranked in the top 50. They are three times more likely to drink champagne, are significantly more likely to be consumers of wine and liquor and spend 60% more on spirits.

The study also revealed that gay and lesbians are almost twice as likely to say people seek their advice. "They are early adopters that their peers look to for advice, opinions, and ideas," said Aiken. "As a result of their influence, they impact many more purchases than just their own."